Naturally Unleashed

What Naturally Unleashed does

Naturally Unleashed is a family-owned and operated pet nutrition center and retail store headquartered in Fayetteville, North Carolina. Founded in 2009, the company operates three brick-and-mortar locations within the Fayetteville metro area (Boone Trail Extension, Glensford, and Traemoor Village), serving local pet owners with a curated selection of approximately 2,399 in-stock products sourced from over 100 brands including ACANA, Fromm, ORIJEN, Stella & Chewy's, and Dr. Marty. Its product portfolio spans dry food, freeze-dried food, wet food, raw food, treats, grooming supplies, flea and tick prevention, toys, beds, crates, collars, leashes, cleaning products, and pet apparel. The company previously operated an online store, which was closed on January 31, 2024, marking a strategic shift to physical retail only.

The business model is straightforward in-store retail with supplemental free local delivery and a Pack Perks in-store rewards program offering discounts, coupons, and repeat-purchase incentives. Frequent buyer programs are run with participating brands such as Pet Releaf, Dr. Marty, Barkworthies, and Earth Rated. Pricing is not publicly disclosed; the company offers a price match guarantee in-store. The go-to-market motion is direct-to-consumer through physical storefronts, with marketing conducted via Facebook, an email newsletter, a content blog, and occasional in-store events. Customer segments are defined horizontally by geography (pet owners in the Fayetteville area), and the company emphasizes community engagement, family ownership, and staff product knowledge as its differentiators.

There is no proprietary technology, no disclosed funding, no institutional ownership, and no AI/ML capabilities referenced. The company runs on standard retail infrastructure with Shopify as the underlying e-commerce platform (managed by a third-party vendor, Liquid Retailer). Headcount is in the 11-50 range, consistent with a small multi-store independent retailer. The overall business is a stable, locally-focused pet specialty retailer with no identified expansion catalysts beyond its current Fayetteville footprint.

Name

Naturally Unleashed

Legal name

Naturally Unleashed

Website

https://naturallyunleashed.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturally Unleashed is a family-owned pet nutrition center and retail store operating three brick-and-mortar locations in Fayetteville, NC, serving local pet owners with approximately 2,399 products from over 100 premium and natural pet food brands.

Ownership category

akta.pro rank

Product category

Pet Food & Supply Retail

NAICS

Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industry

Pet Toys & Enrichment Retail (CRALAHAE)

Keywords

• Pet nutrition retail
• Pet food store
• Pet supplies retail
• Natural pet food
• Pet care products

Headquarters

HQ city

Fayetteville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail Pet Product Sales: Revenue generated through in-store sales of pet food, treats, supplements, grooming products, toys, beds, bowls, and accessories across three physical retail locations in Fayetteville, NC. The company carries approximately 2,399 in-stock products from 100 different brands, spanning categories including dry food, wet food, freeze-dried food, raw food, treats, grooming supplies, and pet accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Naturally Unleashed is a family-owned, brick-and-mortar pet nutrition center operating three stores in Fayetteville, NC. The company retails natural and premium pet food (dry, freeze-dried, wet, raw), treats, grooming supplies, flea and tick products, toys, beds/crates, bowls/feeders, collars/leashes, cleaning supplies, and apparel from approximately 100 brands. Customers also access the in-house Pack Perks rewards program, Frequent Buyer discounts, and free local delivery.

Product overview

Naturally Unleashed is a family-owned pet nutrition center and retail store offering a curated selection of pet products across three brick-and-mortar locations in Fayetteville, NC. The product portfolio centers on premium and natural pet food categories including dry food, freeze-dried food, wet food, and raw food from over 100 brands such as ACANA, Fromm, ORIJEN, Stella & Chewy's, and Dr. Marty. Complementary product lines include pet treats, toys, grooming supplies, flea & tick prevention, beds and crates, bowls and feeders, leashes and collars, cleaning products, and pet apparel. The company also operates loyalty programs including Pack Perks rewards and Frequent Buyer Programs for in-store customers, with free local delivery and a price match guarantee. The online store closed in January 2024, with operations focused on physical retail locations.

Differentiator

Problem solved

Functional benefit

Brands

• Pack Perks: In-store rewards program offering special discounts, coupons and rewards for in-store purchases.

Products and services

• Pet Food - Dry Food Dry kibble formulas for dogs and cats, including grain-free, limited-ingredient, and specialty recipes from brands such as ACANA, Fromm, ORIJEN, and Zignature. Sold in-store to Fayetteville-area pet owners.
• Pet Food - Freeze-Dried Food Freeze-dried raw pet food and treats including patties, morsels, and toppers from brands like ACANA, Stella & Chewy's, Primal Pet Foods, and Dr. Marty. Sold in-store to local pet owners seeking minimally processed nutrition.
• Pet Food - Wet Food Canned wet food, pouches, and fresh food options for dogs and cats, including premium chunks in bone broth and grain-free recipes. Sold in-store at the Fayetteville, NC locations.
• Pet Food - Raw Food Raw food diets including frozen raw, freeze-dried raw, and air-dried raw food options for dogs and cats. Sold in-store to pet owners pursuing raw-feeding regimens.
• Pet Treats Dog and cat treats including freeze-dried treats, jerky, bones, dental treats, and training treats from brands such as Barkworthies, Bocce's Bakery, and Green Coast Pet. Sold in-store at Naturally Unleashed locations.
• Pet Toys Interactive toys, chew toys, plush toys, puzzle toys, and outdoor toys for dogs and cats from brands such as KONG, Outward Hound, and Tall Tails. Sold in-store at the three Fayetteville, NC stores.
• Pet Grooming Products Grooming supplies including brushes, combs, nail trimmers, shampoos, and de-shedding tools from brands like Coastal Pet Products, Earthbath, Tropiclean, and Skout's Honor. Sold in-store to Fayetteville-area pet owners.
• Flea & Tick Products Flea and tick prevention and treatment products including topical treatments, collars, sprays, and shampoos from brands such as Advantage II, K9 Advantix II, Seresto, and Earth Animal. Sold in-store to local pet owners.
• Beds, Crates & Gates Pet beds, crate mats, carriers, exercise pens, and gates from brands like Arlee Pet Products, MidWest, Petmate, and Tall Tails. Sold in-store at Naturally Unleashed locations.
• Bowls & Feeders Food and water bowls, feeders, storage containers, and puzzle feeders from brands such as Ethical Pet, Messy Mutts, and Outward Hound. Sold in-store to local pet owners.
• Leashes, Collars & Training Leashes, collars, harnesses, muzzles, and training supplies from brands such as Coastal Pet Products, EzyDog, Ruffwear, and PetSafe. Sold in-store at the Fayetteville, NC locations.
• Cleaning & Potty Products Cleaning supplies including poop bags, stain and odor removers, potty pads, diapers, and litter products from brands such as Earth Rated, Nature's Miracle, and Skout's Honor. Sold in-store.
• Pet Apparel Pet clothing and accessories including life jackets, raincoats, socks, and bandanas from brands like Bay Dog, Outward Hound, and RC Pets. Sold in-store at Naturally Unleashed locations.
• Pack Perks Rewards Program In-store customer loyalty program offering special discounts, coupons, and rewards for repeat purchases at Naturally Unleashed's three Fayetteville, NC locations. Free enrollment for pet-owning customers.
• Frequent Buyer Programs Repeat-purchase discount programs for supplements and treats from participating brands including Pet Releaf, Dr. Marty, Barkworthies, and Earth Rated. Available to in-store customers at Naturally Unleashed.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• Petco: Major US specialty pet retailer with full-service veterinary clinics, grooming, and a broad premium pet food assortment including private label. Comparable product categories but vastly larger scale and broader service offering than Naturally Unleashed.
• PetSmart: Largest US specialty pet retailer with national footprint, broader assortment including live animals, and private label brands. Competes with Naturally Unleashed on selection and price in Fayetteville but operates at much broader scale with different target customer mix.
• Chewy: Leading US online pet retailer offering subscription-based delivery of premium pet food and supplies from many of the same brands Naturally Unleashed carries. Direct competition on assortment, price, and convenience — particularly relevant given Naturally Unleashed's online store closure in 2024.

Direct peers

• Pet Supermarket: Independent pet retail chain with strong Southeast US presence, including North Carolina locations. Comparable multi-store brick-and-mortar model with overlapping premium pet food assortment and similar customer demographic targets.
• Mud Bay: Independent regional pet retail chain in the Pacific Northwest with a curated premium/natural pet food assortment. Closely comparable in store format, premium product curation philosophy, and education-driven customer experience.
• Hollywood Feed: Independent pet retail chain headquartered in Memphis with a strong premium/natural pet food focus across multiple Southeast US locations. Closely comparable to Naturally Unleashed in assortment philosophy (premium, natural, raw), customer experience emphasis, and family/mission-driven culture.
• Wag N' Wash Natural Pet Food & Grooming: Specialty pet retail chain with a natural pet food focus and in-store grooming services. Similar premium/natural positioning and store-within-a-store service model as Naturally Unleashed, with a comparable multi-location growth trajectory.
• Pet Supplies Plus: Largest independent pet retail franchise in the US with hundreds of neighborhood-format stores. Comparable multi-store brick-and-mortar pet retail model and recurring consumables mix, though with broader mass-market positioning versus Naturally Unleashed's premium focus.
• PetPeople: Mid-size independent pet retail chain in the Midwest focused on premium natural pet food, knowledgeable staff, and community-driven store experience. Directly comparable multi-store specialty pet retail model with similar curated assortment and education-led customer service.
• Concord Pet Foods & Supplies: Independent pet retail chain in the Mid-Atlantic region focused on premium pet food and supplies. Comparable multi-store brick-and-mortar model with curated brand assortment and knowledgeable-staff positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/naturallyunleashedboonetrail
• Xx.com/nat_unleashed
• LinkedInlinkedin.com/company/naturally-unleashed

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naturally Unleashed